Red Roof® Unveils Evolution of Extended Stay Brand HomeTowne Studios by Red Roof®

USA, Columbus, Ohio. May 13, 2019

Red Roof has unveiled the first prototype of the new build concept of its sub-brand, HomeTowne Studios by Red Roof®. A company that obsessively listens to its guests, this new prototype design is based on the number one request from consumers: more functional storage in room but not at the expense of good design. The new build upgraded specifications for exterior, lobbies and rooms provide guests with everything they need for an elevated extended stay experience and provides franchisees with a cost- effective solution to drive performance. Developed as a home away from home; a comfortable, convenient and relaxing environment that marries form and functionality, the new prototype features expanded lobby space and a welcoming exterior. Extended stay properties currently make up more than a quarter of all hotel development projects in the U.S. pipeline according to Lodging Econometrics. This growth was one of the many reasons that Red Roof, the leader in the economy lodging industry, entered the market in 2018.

"As we developed the evolution of HomeTowne Studios by Red Roof, meeting the needs of consumers with value engineering drove the concept of this prototype," says Phil Hugh, Chief Development Officer, Red Roof. "Aesthetically pleasing properties underpinned by cost-effective construction and material that will be economically sourced allows us to deliver modern, functional hotels that will serve guests above and beyond all they expect from an extended stay property."

Attractive, contemporary curb appeal will greet guests as they approach the exterior of the new builds. Inside, lobbies are designed as an open concept with retractable pocket walls for added usable space. The new builds incorporate a refreshing color palette of blues and greens that will make lobbies and rooms feel fresh and clean. Rooms will provide expanded storage for guests, a priority for extended stay customers, and effectively utilize the vertical and horizontal spaces. Smart storage solutions include redesigned tiered coat racks that provide space for luggage, folded and hanging clothes. Behind room doors, wall clips will be installed for guests to hang coats, jackets, backpacks, and purses. Bed heights will allow for additional luggage storage underneath. Wood-like flooring and drape-less window treatments keeps a clean look to the rooms adding visual interest and texture while reducing the amount of odor absorbed by room fabrics. Honeycomb shelfing units in bathrooms are placed vertically, efficiently utilizing the small space while being loyal to the design aesthetic.

The new HTS prototype can be adapted to current HTS properties and can be easily used to enhance existing hotels. Hugh adds, "The new design of HomeTowne Studios will evolve based on continuous feedback."

HomeTowne Studios by Red Roof brand standards will continue to provide guests with warm and inviting accommodations, free high-speed Wi-Fi, flat screen HD TVs featuring premium cable with HBO, on-site laundry and free U.S. phone service. Live-in studios and suites feature all the conveniences of home, including a kitchenette with full-size refrigerator, microwave, sink, kitchen table and chairs. HomeTowne Studios by Red Roof also offers a kitchen kit for a low additional charge that includes a full dish and silverware set that guests can keep after their stay. Outside of the kitchenette, guests can expect laundry rooms open 24 hours per day, seven days per week and complimentary coffee in the lobby areas each morning. Properties are located near work, local restaurants and shops. Additionally, all guests will be eligible to participate in RediRewards™, Red Roof's popular loyalty program.

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